FSHPRM Presentation on Social Media

1. Why Social Media are Essential to the Future of Health Care, and How You Can Get Started Lee Aase Manager, Syndication and Social Media Mayo Clinic February 16, 2009 Sunday, February 15, 2009

2. About Lee Aase • Political Science, B.S. • Manager, Syndication/ Social Media • Google/“Friend” me Sunday, February 15, 2009

3. Answering Your Questions • Why should I care? • What are social media? • What is Mayo doing? • How can I get started? Sunday, February 15, 2009

4. Changing Media Landscape • Massive newspaper layoffs/buyouts • Star Tribune • Pioneer Press • Los Angeles Times Sunday, February 15, 2009

5. Star Tribune Values Sunday, February 15, 2009

6. Star Tribune Values • 1998: $1.2 billion Sunday, February 15, 2009

7. Star Tribune Values • 1998: $1.2 billion • 2006: $530 million Sunday, February 15, 2009

8. One Huge Contributor Sunday, February 15, 2009

9. And exactly how do newspapers compete? Sunday, February 15, 2009

10. The Most Important Word in Web 2.0 Sunday, February 15, 2009

11. Chicago Tribune Values Sunday, February 15, 2009

12. Chicago Tribune Values • 2000: Buys LA Times for $8 billion Sunday, February 15, 2009

13. Chicago Tribune Values • 2000: Buys LA Times for $8 billion • 2007: Sam Zell buys Tribune (with Times) for $8.2 billion Sunday, February 15, 2009

14. Media Values Sunday, February 15, 2009

15. Media Values • Wall Street Journal = $5 billion Sunday, February 15, 2009

16. Media Values • Wall Street Journal = $5 billion • Chicago Tribune = $8 billion Sunday, February 15, 2009

17. Media Values • Wall Street Journal = $5 billion • Chicago Tribune = $8 billion • Star Tribune = $0.53 billion Sunday, February 15, 2009

18. Media Values • Wall Street Journal = $5 billion • Chicago Tribune = $8 billion • Star Tribune = $0.53 billion • Total for all 3 < Facebook value ($240 million for 1.6 percent)* Sunday, February 15, 2009

19. Facebook Growth • > 175 million active users • > half of users outside of college • #1 photo sharing site on the Web; 850MM photos uploaded each month • 4th most-trafficked Web site • #1 social networking site in the world AND the fastest growing • Women 55+ are fastest-growing demo 11 Sunday, February 15, 2009

20. Medical Malpractice 12 Sunday, February 15, 2009

21. Media Malpractice 13 Sunday, February 15, 2009

22. Cutting Edge Circa 1990 14 Sunday, February 15, 2009

23. Avoiding Malpractice • Blogs • Podcasts • RSS • Social networking sites • Wikis • YouTube Sunday, February 15, 2009

24. Intro to Blogs • Just an easy-to-publish Web site that allows comments • Blogs in Plain English, Lee LeFever, Common Craft • http://www.commoncraft.com/blogs Sunday, February 15, 2009

25. RSS = Really Simple Syndication • Lets you easily track dozens of blogs or other web sites • RSS “baked in” IE7, Safari • Google Reader, Newsgator, Attensa are free options Sunday, February 15, 2009

26. Podcasts • TiVo for Audio (and now video) • Don’t need an iPod • Series of segments to which you can subscribe via RSS • iTunes free for PC or Mac Sunday, February 15, 2009

27. Social Networking Sites • MySpace, Facebook, LinkedIn • http://www.commoncraft.com/ video-social-networking Sunday, February 15, 2009

28. Wikis • Collaborative editing tools • Wikipedia the most famous • 2.2 million articles in English • Definitive stories quickly on • 35W Bridge Collapse • Virginia Tech Massacre Sunday, February 15, 2009

29. Wikis Sunday, February 15, 2009

30. YouTube • How the world shares videos • Google bought for $1.65 billion Sunday, February 15, 2009

31. Mayo Clinic’s Web 2.0 Journey and Applications for You • Disclaimer: I believe Mayo Clinic is special, and so do most of our employees and patients - YMMV • However, challenges to Web 2.0 adoption were not unique • We still have immense opportunities • Patient support groups • Chronic disease management • More than just marketing 23 Sunday, February 15, 2009

32. Think Like MacGyver (or Dr. Henry Plummer) • http://www.mayoclinic.org/tradition- heritage/dr-henry-plummer.html 24 Sunday, February 15, 2009

33. Mayo Clinic’s Origin http://tinyurl.com/32xbjx Sunday, February 15, 2009

34. Brand Preference • Thinking about healthcare institutions such as hospitals, medical centers and clinics -- suppose your health plan or personal finances permitted you to go anywhere in the U.S. for treatment of a serious medical condition which required highly specialized care such as neurosurgery, sophisticated heart surgery or complex cancer treatment... • To which one institution would you prefer to go for treatment? Sunday, February 15, 2009

35. Top-of-Mind Brand Preference U.S. Consumers Mayo Clinic 11.7 Hospital E 3.1 2006 Study Hospital D 2.3 Hospital C 1.8 Hospital B 1.3 Hospital A 1.0 Don't know 40.9 0 10 20 30 40 50 27 Sunday, February 15, 2009

36. Sources of Information Influencing Preference for Mayo Clinic Word of mouth 84 Stories in the media 57 MD recommendation 44 Advertising 27 2006 Study Internet/Websites 26 Personal experience 24 Mailings to home 18 0 20 40 60 80 100 28 Sunday, February 15, 2009

37. Mayo Clinic and Word of Mouth • 91 percent of patients surveyed say they have said “good things” to an average of 40 people following a Mayo visit • 85 percent say they recommended Mayo to a friend • Advised an average of 16 to come • 5 actually came 29 Sunday, February 15, 2009

38. Mayo Clinic Medical Edge News Media Syndications 30 Sunday, February 15, 2009

39. Mayo Clinic Social Media Progression • Reach people directly • Started with Medical Edge • Produce economically to fit medium • Provide platforms for sharing • Create outposts on popular sites • Energize word of mouth • Leverage social media with mass media and vice versa • Sharing Mayo Clinic 31 Sunday, February 15, 2009

40. First Foray in New Media • Existing Medical Edge radio mp3s • Launched Sept. ‘05; Downloads up 8,217 percent Oct. vs. Aug. Sunday, February 15, 2009

41. Step 2: More, Longer Podcasts 33 Sunday, February 15, 2009

42. 34 Sunday, February 15, 2009

43. Step 3: podcasts.mayoclinic.org 35 Sunday, February 15, 2009

45. YouTube Channel • Brand study confirmed benefit • “The world has voted, and we want to watch videos on YouTube.” - Andy Sernovitz, President, Blog Council • Use YouTube to serve videos for blogs 37 Sunday, February 15, 2009

47. Key Tool: Flip Video Camera • Affordable for all campuses (and you) • Recording interviews (with tripod) improves existing processes • Authenticity without writer’s cramp • Provides potential blog resources • Audio of full interview • Video excerpts • Limited group of video editors to ease adoption, ensure quality 39 Sunday, February 15, 2009

50. Two Case Studies of Mainstream Media Facilitated by Social Media • Wall Street Journal Health Blog • Pitched via Facebook • Previewed on News Blog • Embedded from YouTube • CBS Radio Network • Flip audio downloaded from news blog made national network air 42 Sunday, February 15, 2009

51. Next Step: Launched Jan. 22 Sharing Mayo Clinic • Gathering global Mayo community • Patients telling their stories • Employee bloggers recruited from throughout organization • Video profiles of patients/staff • Hub to integrate Mayo social media • Interactive companion to print edition • sharing.mayoclinic.org 43 Sunday, February 15, 2009

52. Where Sharing Mayo Clinic Fits • News Blog - Breaking research news; “Hard” news • Podcast Blog - Evergreen “news you can use” • Sharing Mayo Clinic - Features; behind the scenes at Mayo Clinic, and stories from patients in their own words 44 Sunday, February 15, 2009

53. Sharing Mayo Clinic Content Sources • HR/Recruitment identifying employee bloggers to write 2X/month • Enhanced stories from print edition • Flip video from patients on campus • Question in MD news Flip interviews • Transplant Picnic, NICU reunion • Highlight employee service awards 45 Sunday, February 15, 2009

54. Benefits of Sharing Mayo Clinic Monthly Open Thread • Patient stories most popular on .org • Outlet for grateful patients who want to tell their stories • Prompts patients to think about sharing stories • Alerts us to great stories we may want to feature in publications, Medical Edge, media pitches 46 Sunday, February 15, 2009

56. Retroactive Roadmap and Philosophy for Future • Start with current activity extensions or high-probability pilot • External consultants and case studies help build internal buy-in • Build on success step-by-step • Take advantage of cheap technology • Facilitate with small core team, but make social media everyone’s job 48 Sunday, February 15, 2009

57. Immense Potential • Marketing we couldn’t afford to buy • 500,000 annual unique patients, 50,000 employees as ambassadors • More efficient care delivery • Patient support groups • Chronic disease management • Workplace Collaboration • Free versions let you prove concept, gauge readiness 49 Sunday, February 15, 2009

58. Immediate Applications for You • Prevent “domain squatting” by establishing organization accounts • Facebook • Twitter • Consider a YouTube channel (especially if nonprofit/not-for-profit) • Become a SMUGgle and begin Homework Assignments to get hands-on personal experience 50 Sunday, February 15, 2009

60. Contacting Me • Google Lee Aase or SMUG University to find SMUG • Twitter @LeeAase or @SMUG_U • Friend me on Facebook • aase.lee@mayo.edu 52 Sunday, February 15, 2009

FSHPRM Presentation on Social Media

FSHPRM Presentation on Social Media

Recommended

More Related Content

Similar to FSHPRM Presentation on Social Media

Similar to FSHPRM Presentation on Social Media(20)

More from Lee Aase

More from Lee Aase(20)

Recently uploaded

Recently uploaded(20)

FSHPRM Presentation on Social Media

Editor's Notes